Investigation of Customer Knowledge Management: A Case Study Research

Investigation of Customer Knowledge Management: A Case Study Research

Menatalla Kaoud (Laboratoire d'Economie et de Management de Nantes Atlantique (LEMNA), Université de Nantes, Nantes, France)
DOI: 10.4018/IJSSMET.2017040102
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Abstract

This article examines the Customer Knowledge Management (CKM) as an integration between the approaches of Knowledge Management (KM) and Customer Relationship Management (CRM). In the context of CRM, three types of knowledge flows play a critical role in the interaction between the organization and its customers: “Knowledge for Customers”, “Knowledge from Customers”, and “Knowledge about Customers”. A central question address here from a resource-based perspective is: How these customer knowledge flows are used through CRM business processes to improve effectiveness? Adopting a case study methodology in a sales outsourcing enterprise, this paper presents an in-depth investigation of Customer Knowledge Management through the CRM business processes. This research will help companies in the implementation of Customer Knowledge Management enabling them to improve their CRM effectiveness.
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The Customer Knowledge Management

Customer Knowledge Management (CKM) is defined as a process of capture and/or creation, sharing and dissemination, acquisition and application of Customer Knowledge (Dalkir & Liebowitz, 2011) to create value for the organization and its customers (Parirokh, Daneshgar, & Fattahi, 2009). Customer Knowledge is defined as a dynamic and necessary combination of experiences, values, information scenarios, ideas and expertise, which is created and observed in the transaction and exchange processes between the organization and its customers (Blosch, 2000).

Marketing, Sales and Customer Service are the company's primary functions with a high degree of direct customer interaction and knowledge-intensive (Porter, 1985), making them the main targets for the Customer Relationship Management (CRM). The relevant business processes are the campaign management, lead management, offer management, contract management, complaints and service management, and opportunity management (Schmid, 2001).

In the context of CRM, three types of knowledge flows play a critical role in the interaction between the organization and its customers: Knowledge for Customers, Knowledge about Customers and Knowledge from Customers (Gebert, Geib, Kolbe, & Riempp, 2002; Akhavan & Heidari, 2012).

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